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Running head: MULTIPLE REGRESSION
Every company strives to either maintain or increase its market share as it seeks growth.
Therefore, HBAT needs to address the challenges that are impacting negatively on the company's
market share for the company to regain its market and be in a position where it can realize
growth. To regain its market share, HBAT is need of a marketing strategy that will enable it to
position itself according to the characteristic of its customers, the relationships between their
perceptions of HBAT as well as their actions towards HBAT.
To determine the best marketing strategy for HBAT, a regression model will be built.
Dataset for the regression model was collected from through online surveys of HBAT customers.
The dataset comprised of 5 variables that reflected HBAT's customer's basic firm characteristics,
and their business relationship with HBAT, 13 Performance Perceptions Variables and 5
outcome variables. A correlation test will then be carried out to determine variables that are to be
included in the regression model i.e. variables that moderately to strongly correlate with the
dependent variable. The dependent variable that is influenced by HBAT’s marketing strategy is
Likelihood of Future Purchases from HBAT. In this paper, a multiple regression test will be
performed to determine variables that are more likely to influence the likelihood of a customer
purchasing paper products from HBAT in future. Afterward, the multiple regression test results
will indicate the b...
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